You’re as Old as Your Clothes

The September 2002 issue of American Demographics includes highlights from a STS Market Research study on how consumers dress. The poll of more than 4,000 American consumers age 13 and above found that 12% of people dress in clothes they believe make them look either younger or older.

Consumers in the 13-24 group are most likely to attempt to “age” through their choice of clothes (18%). Nine percent of 35-44 year olds dress in clothes (they hope) that will take some years off.

Moderator’s Comment: What are the most effective ways
(without breaking the bank) for retailers to gain the sophisticated consumer
insights needed to become better marketers?

There’s nothing new in these findings: just further reinforcement
that marketing to consumers goes beyond simple demographic classifications.
[George
Anderson – Moderator]